1. Steer international customers to your website.
Search engine optimization is the name of the game to attract visitors. That means conducting keyword research to determine what shoppers are looking for and integrating those words into your landing pages and product descriptions.
Work with your design team to create a localized website for each target region but take care to understand the nuances of the language. Often a direct translation can result in the right words—but the wrong meaning or an insensitive tone. Have a native speaker read it over to ensure you aren’t unintentionally misstating something.
As you draft your product descriptors, make sure they’re robust and include ample information on product materials, color choices, sizing, product dimensions and any other details that will help shoppers make accurate selections, accompanied by multiple photos from all angles. Not only does this ensure they receive the product they were expecting, but it can help minimize returns, which can be more expensive and challenging in cross-border commerce.
Finally, make sure your website is optimized to be mobile-friendly, a must no matter where you’re selling.
2. Expand your reach with global marketplaces.
Of course, building multiple sites can be extremely resource-intensive, especially for brands that are just starting out. That is why many turn to marketplaces that already attract a ready-made international audience. Set-up can be a breeze because often you just need to upload your product photos and specifications. Since visitors to these sites realize merchants may be coming from all over, they could be less hesitant to purchase from an international brand than through a stand-alone site.
Research your options to find the marketplace(s) that are most apt to reach online shoppers in your target regions. Then make sure you understand all the different policies and fees so you can compare them. Finally, do some independent research aside from the marketplace’s own information by visiting online forums to read reviews and experiences from fellow sellers. That’s often the best way to find out how customer service, shipping, etc. really shake out on various sites.
3. Localize your social media to connect with global consumers.
No matter where you’re selling, social media is likely to be a significant part of your marketing strategy. While the most popular online networks are likely similar, some regions may have differing channels of choice.
Those platforms will have their own norms so before jumping in to post, spend some time following popular brand accounts to identify any differences in style, tone and content.
Then determine how much of your budget you can devote to paid digital advertising and use your market research to target the top demographics you’re most likely to convert.
4. Source reviews from customers in multiple regions.
Customers may be hesitant to shop from a brand that is far away or unfamiliar to them, fearing a lack of quality. Therefore, they are liable to pay a great deal of attention to online reviews that share satisfactory results from fellow local customers, which can boost their confidence. Once you have compiled reviews, segment them by geography so you can highlight local reviews on the appropriate geographical subsite if you have created one.
Social media is another place to encourage interaction. Visit the site regularly to respond to comments, questions, or concerns on your social media posts to show visitors you take customer service seriously and confirm there’s a real person behind the account.
5. Carefully consider shipping options.
International shipping costs and time may be one of the top barriers to converting shopping carts to purchases yet offering free international shipping can eat away at your profit.
Consider increasing your prices to cover shipping, rather than shocking shoppers at the shipping page. Then research and compare options such as Canada Post, UPS and couriers that routinely deliver international products in bulk so you can source the best price, shipping time and other customer service factors.
Another option for global ecommerce is using a “fulfillment center,” which can store key products in warehouses closer to your target markets, thus reducing delivery time. Before entering an agreement, research their reputation among other sellers and be clear on what fees you’ll be responsible for and how they collect them.
6. Highlight preferred global payment methods, like American Express.
Global shoppers want to know their payment information is secure and have the assurance they are working with a trusted partner who will protect their purchase. To help assuage any concerns, display the logos of credible payment partners to instill confidence in cross-border shoppers.
Ready to Start Selling Internationally?
The best part about an ecommerce store is that it’s housed on the “world wide web” which means you truly have the entire globe’s customers at your fingertips, provided you use the right marketing, outreach, and logistics to reach them.
Just as you want to create confidence in your global shoppers, American Express is standing right behind you. For more information, visit the American Express Canada merchant services page.
This article is intended for general informational purposes only and does not constitute legal advice or an opinion on any issue. It should not be regarded as comprehensive or a substitute for professional advice.